PENGARUH KUALITAS PELAYANAN, NILAI PELANGGAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (Studi Kasus Pada Mahasiswa di Kota Semarang)
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Institusion

Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah

Author

Dwi Cahyo Widodo, Bagus

Subject

H Social Sciences (General) 

Datestamp

2023-07-04 01:58:01 

Abstract :
This study aims to analyze the effect of service quality, customer value and brand image on purchasing decisions made by students in Semarang City who use the Shopee marketplace. The variables used in this study are service quality, customer value and brand image, as independent variables, while purchasing decisions as the dependent variable. This type of research is quantitative. The population in this study are students in the city of Semarang. This study used a purposive sampling technique with a total sample of 100 people. Measurements in this study used a Likert scale which was then processed using IBM SPSS Statistics Version 25 analysis using multiple linear regression analysis. The results of this study indicate that there is a positive influence between service quality and purchasing decisions. Customer value has a positive effect on purchasing decisions, and brand image has a positive effect on purchasing decisions. 

File :
23_Bagus Dwi Cahyo Widodo_1218_SKRIPSIBab 1-3.pdf
23_Bagus Dwi Cahyo Widodo_1218_Daftarpustaka.pdf